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題 名 | 應用模糊層級分析法評選廣告媒體=Application of Fuzzy Analytic Hierarchy Process in the Selection of Advertising Media |
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作 者 | 徐村和; 楊宗欣; | 書刊名 | 管理與系統 |
卷 期 | 7:1 2000.01[民89.01] |
頁 次 | 頁19-39 |
分類號 | 497.4 |
關鍵詞 | 廣告媒體; 模糊德菲法; 模糊層級分析法; 層級分析法; Advertising media; Fuzzy Delphi method; Fuzzy AHP; AHP; |
語 文 | 中文(Chinese) |
中文摘要 | 由於廣告費用昂貴且各媒體有不同的特質與吸引力,所以如何選擇廣告 媒體,俾達到廣告目標,是廣告決策的重要課題。再者,廣告媒體選擇經常因資 訊不足,而產生複雜性與模糊性的決策問題。因此本文研究目的在利用模糊德菲 法整合專家學者的意見,並據以發展模糊德菲層級分析法建立一套客觀且簡便的 評選模式。此模式可經由模擬方式,分析各種不同決策狀況下,廣告媒體方案排 序的變化。研究結果發現:(一)模糊德菲法不但能節省調查時間與成本,而且能忠 實的表示群體意見,不扭曲各專家原來的觀點;(二)Saaty的層級分析法僅為模糊德 菲層級分析法的一個特例;(三)模糊層級分析法能得知廣告方案產生逆轉的情況。 |
英文摘要 | Since advertising products is very costly and the media of advertisement has its own characteristics and attractiveness, selecting a media to achieve the advertising goals has become a very important issue. Because of the lack of information, the media selection is getting more complex and fuzzy. Therefore, the aims of this paper is to establish an objective eveluation and simple model by applying fuzzy Delphi method to integrate the experts' opinions. Besides, a fuzzy Delphi analytichierarchy process (FDAHP) used to evaluate and rank the advertising media through simulating various decision-making situations will be developed, and the change in the rank of the advertising media willbe analyzed. The results of this paper are as follows : (1)fiizzy Delphi method can not only save a lot of survey time and cost, but also denote the experts' opinions truthfully; (2)the Saaty's AHP is concluded part of FDAHP; and(3)by the FDAHP, any change in the rank of the advertising media can be detected. |
本系統中英文摘要資訊取自各篇刊載內容。